Facebook has just begun pushing an upgrade to its “Insights” metrics dashboard for Facebook Pages that gives administrators more visibility into how their posts and content are engaging fans. It isn’t live for all Page administrators now, but should be up for everyone over the next couple of days.
For Page administrators not already using Facebook’s Insights to gain a deeper understanding of the audience engaging with their Facebook Page presence, now would be a good time to start learning more. Here’s what the new dashboard looks like (click image to enlarge):
New features include:
- A new graph showing different types of fan interactions with the Page over time. Here, you see that the graph combines comments, wall posts, and likes to show relative volume of interactions.
- A new count of active fans this week, with full age/sex/location breakdown.
- A new count of total interactions this week, broken down by type.
- A new post quality rating, from 1 to 5 stars.
- Graphs for Interactions, Interactions per Post, Post Quality, Stream CTR, Posts, Page views, Media Consumption, Reviews
The new “post quality” rating is a particularly interesting metric that measures how engaging your Posts have been over a rolling seven-day window. “Your Post Quality is determined by the percentage of your fans that engage when you post content to your Page. It is calculated on a rolling seven-day basis. The number of stars depends on how your Post Quality compares to similar Pages (for example, Pages that have a similar number of fans),” Facebook says.
The new “Stream click-through rate” graph should also be particularly valuable metric for Page administrators gauging the effectiveness of different types of status update copy in re-engaging fans.
Marketers interested in learning more about best practices around Facebook Pages should also check out our detailed guide in the Facebook Marketing Bible and crash course for big brands in the Agency and Brand Edition. In addition, PageData by Inside Facebook provides constantly updating leaderboards showing which Facebook Pages are growing the fastest for marketers interested in surveying the competitive landscape.
Ever since the Facebook Page redesign (see tour of new features) several weeks ago, brands, celebrities, and small businesses have been showing increased interest in managing their Page and publishing to the Facebook Stream. The upgraded Insights dashboard should equip Page managers to do a better and better job.